MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND INNOVATION

Linear TV networks have long been recognized as traditional television formats, relying on scheduled programming via public channels. In contrast, on-demand streaming operate on ad-supported systems, with Netflix, Disney+, and Apple TV+ serving as leading platforms. As media consumption habits shift, rivalry between broadcast stations and online co